Facebook Marketing: An Hour a Day.

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c h a p t e r

4 :

Month 1: Create the Plan a

nd Get Started

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Week 1: Lay the Groundwork

early in any project, you really should be in fact-finding mode more than anything

else. You should research what other people have done and look for examples of com-

panies that execute well. read everything you can about successful and failed cam-

paigns. remember that there are a lot of examples of both out there. You can find them

by just searching to see what popular brands and your competitors are doing. the best

and worst cases tend to get covered in the blogosphere. Week 1 is all about doing due

diligence without even getting into the details of what Facebook or other social media

services can do for you. Find out what your colleagues think and what people in the

industry are saying about customer engagement via social media.

Monday: Set Project Goals

at the highest level, what are you trying to achieve with the project? We talked about

a few of these opportunities earlier in the book—additional sales, increased revenue,

lower marketing/customer engagement costs, improved customer service, collecting

feedback quicker, and so on. Most of the time, you and your management team will

want all of them, but you’ll really need one or two. It’s better to be selective about your

goals and nail them than it is try to solve every problem for every constituent in your

business. table 4.1 presents some of the types of things you can do with a social media

campaign, how you would measure it, and examples.

P Table 4.1 Examples of Opportunities in Social Media

Goal Metrics Example

Increased sales Incremental revenue Social media campaign launched specifically

to sell/market products; URLs set up to iden-

tify social media as channel that found the

customer

Improved customer

service

Increased number of service

queries handled, faster

response time

Facebook fan page and Twitter account estab-

lished for customers to ask questions of your

business

Save money on market-

ing or advertising

Lower $/touch vs. other mar-

keting options

Facebook advertising campaign run to com-

pare costs with traditional marketing efforts

Earn more blogger,

journalist, or analyst

attention

Number of blog posts mention-

ing the organization or product

Number of articles written

Number of analyst mentions

Informal engagement 1:1 with people active

in social media (Facebook, Twitter, and so on)

to inform them of a new product, service, or

event

then there is always the concept of buzz, which is the amorphous term used to

broadly describe a palpable increase in the positive responses to a product or company

in social media. You know that you’re getting good buzz when you find that people

are saying a lot about you and you haven’t really done anything to force it. We find